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a different approach, so if you look at our kindle fire hd, high definition display, packs a lot of technology into a very low price point, $199 because we don't make any profit when we sell the device. we sell the device near break even and we hope to make money over time as people use the device. they buy e-books and mp3s and buy gains. that's a different approach. it's working for us. kindle fire hd is our number one best-seller globally. >> let me put you on the spot a little bit. 1999 you were named "time" magazine's person of the year. i was on a panel other day when they are trying to figure out 2012's person of the year. who should it be? >> my goodness. way too hard of a question. >> give it a shot. >> matt lauer. >> it could be barack obama, i mean, a lot of candidates. who do you think it should be? >> you have put me on the spot. i don't know. >> no clue. >> well, think about it and get back to it. >> in an election year obama would be a pretty good choice. >> "fortune" magazine's business person of the year for 2012. that's a big deal, jeff. congratulations. >> thank you, matt. >>
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